This paper assesses consumers' preferences and willingness to pay for European Union geographical indication quality labels [Protected Designation of Origin (PDO) and Protected Geographical Indications (PGI)], organic farming label and other product quality cues. Using a choice experiment, random parameter logit model and olive oil as product of interest, results suggest that respondents are willing to pay the highest premium price for a product with a PDO label, followed by organic farming label, a quality cue describing the product as extra‐virgin olive oil and then a PGI label.

In recent years, consumers’ interest in local food has significantly\ud increased. Several studies in the agricultural economics andmarketing\ud literature have analyzed mainly consumers’ preferences for local food\ud products. In this study, we perform a consumer segmentation with\ud regard to consumer behavior toward local food. We collected data\ud from a survey conducted during summer 2010 in Naples, South Italy.\ud Consumer segments were identified taking account of five aspects: (1)\ud food consumption styles; (2) perception of local food; (3) purchasing\ud motives; (4) perceived quality of local food; and (5) sociodemographic\ud characteristics. They could be profiled as ethnocentric consumers,\ud environmentalists, strict localists, and quality labeling oriented

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